The first Apple Store opened 13 years ago yesterday in McLean, Virginia. What’s remarkable is how little Apple had to sell at first.
There was no iPad until 2010, no iPhone until 2007, and even the iPod didn’t debut until months later in October of 2001. Pretty much all Apple had at the time was the four Mac product lines — iMac, iBook, Power Mac and PowerBook. None sold in any great numbers.
Watch the video and you’ll see what Apple did have to sell — “the Apple experience,” for lack of a better phrase. Buy a Mac and you enter the world of the Mac as your digital hub, and the Apple Store was the place where they’d teach you how to put it all together. The hub is now cloud-based, but the experience customers buy into is the same — great gear which comes with well-trained “geniuses” to help you get the most out of it.
Other companies make great product — maybe not insanely great, but still — but they can’t duplicate Apple’s experience from purchase, through training, and, yes, through the inevitable problems and eventual upgrades.
Tech geeks who look at price and specs without ever actually shopping at an Apple Store, or talking to people about why they do, suffer from a very bad case of Just Not Getting It. And that’s OK, because price & specs is all that many people need when making a buying decision. But for millions more, there are now 424 stores in 16 countries — and they generate more profit per square foot than any other retail store anywhere, ever.
Not bad for a company which had no prior retail experience and had been weeks away from bankruptcy just four years before opening its first store.